The Pixel 6 line propels Google into the UK’s top 5
IDC’s Francisco Jeronimo reports Google to become the UK’s fifth-biggest smartphone brand in early 2022, marking the first time Google’s Pixel range has entered the top 5. The company shipped 163,900 Pixel phones between January and March, enough to securing a 3.3% market share and marking a significant improvement from the 50,900 units sold in the first three months of 2021. Google is still a relatively small player in the UK, but these results suggest that the Pixel range may have finally found a winning formula. the The Pixel 6 duo introduced a whole new design language paired with a custom processor – Google Tensor. The launch was also backed by a huge marketing campaign, not to mention availability across all four major UK carriers: Vodafone, Three, O2, and EE.
Pixel shipments are expected to decline in the current quarter as the Pixel 6 flagships begin to age, but demand is expected to pick up over the summer months once the The mid-range Pixel 6a hits the market before the Launching the Pixel 7 in October.
The Apple-Samsung duopoly is strong in the UK
Ahead of Google in the UK market were Oppo and HMD Global (Nokia). The former shipped 205,900 units and held a 4.2% share, while the latter led by a small margin with 210,700 units and a 4.3% share. Ultimately, however, the UK market is dominated by the Apple-Samsung duopoly. The two brands accounted for a combined market share of 80.3% in the first quarter of 2022, compared to 75% at the start of 2021 thanks to the strong performance of Samsung. It is also noted that Samsung and Apple generated 89% of revenue.
The South Korean maker has shipped 1.58 million smartphones to the UK, up from 900,000 units. Its performance was not detailed, although the Galaxy S21 FE and Galaxy S22 launches are presumed to have played a significant role.
Apple, on the other hand, had a market share of 48.4%. That’s down year-on-year, likely due to delayed iPhone 12 launch and demand. Still, total shipments increased to 2.4 million units, the UK market global market having returned to growth after a period of strict confinement in 2021.
